It took a bloody long time, but DraftFCB has won the Vodafone account ahead of Ogilvy and .99, and AffinityID, which has done some project work for the company in the past, has won the CRM business, bringing a long-awaited end to the uncertainty—both for the agencies involved in the pitch and for the local Vodafone team thought to have been waiting on a decision from global HQ.
While Vodafone’s Sarah Newcombe wouldn’t comment on the reasons for the delay when we talked last week, it was widely known that Vodafone had signed a global agreement with WPP network, which Ogilvy is a part of. Vodafone New Zealand is thought to have recommended DraftFCB after the pitch was completed in December, so getting that approved seems to be the logical cause of the extended delay.
Much like DDB’s retention of the Cadbury account in New Zealand in spite of a global agreement with another network, this win is a great endorsement of the agency’s abilities. And with DraftFCB welcoming another of .99’s big clients recently in the form of Air New Zealand, there’s sure to be a few corks-a-poppin at the DraftFCB offices tonight.
The review did not encompass Spark phd, Spark IQ and Blue Star, which are globally appointed.
UPDATE: The wait between pitch and decision was long, but Vodafone’s press release about the appointments wasn’t.
Vodafone announced today that, after a competitive pitch process, it has selected DraftFCB as its preferred brand agency and AffinityID as its preferred specialist CRM agency.
Chief Marketing Officer Greg Campbell says the team at Vodafone were impressed by the quality of all the submissions.